Turning Platform Data into Product Automation

Rethought campaign creation to reduce friction, accelerate activation, and improve retention.

  • Role: Lead Product Designer

  • Team: Product + Engineering

  • Scope: End-to-end redesign, research through implementation

Results / Impact

The Template Center redesign delivered measurable improvements across the campaign lifecycle:

  • 50% faster campaign creation — users could launch campaigns in half the time

  • 30% higher user retention — fewer drop-offs during setup

  • 20% increase in engagement — users interacted more confidently with campaign tools

  • Reduced support tickets — less dependency on customer service

By connecting backend event data with front-end experiences, the redesign accelerated time-to-value, enabled confident self-service, and strengthened long-term engagement — all while reducing operational costs.

 

Problem

The campaign builder was creating friction across the customer lifecycle. Slow campaign launches and frequent task abandonment were impacting activation speed, retention, and support volume.

Non-designers struggled to navigate the workflow, leading to incomplete campaigns and heavy reliance on customer support.

Discovery

To understand the root causes, I conducted:

  • Usability testing with novice and experienced users

  • User interviews to uncover behavioral friction

  •  Competitive analysis of automation patterns (Squarespace, FloDesk, Wix)

  • Review of support trends related to campaign setup

Key Insight

The problem wasn’t just interface complexity — it was inefficient use of existing backend data. Users were repeatedly entering event information that already existed within the platform.

This reframed the challenge from “improve the UI” to “optimize how platform data powers the experience.”

Core Pain Points

  • Complex navigation caused drop-offs during campaign creation

  • Manual entry of event details led to repetitive work and errors

  • Long setup time delayed campaign launches

  • Automation features lagged behind competitors

 
 

Strategy

Rather than redesigning screens alone, I proposed a platform-level automation solution that leveraged structured event data already stored in the system.

Approach:

  • Mapping backend data structures

  • Defining scalable template logic

  • Partnering closely with engineering to ensure seamless integration

  • Maintaining brand consistency across generated assets

  • Shifted the solution from surface-level UI improvements to system-level redesign leveraging backend data.

Solution: Template Center

I designed and launched the Template Center — a feature that automatically populates marketing templates with existing event data (logos, dates, venues, hotels, etc.).

This:

  • Eliminated repetitive manual entry

  • Simplified workflows for novice users

  • Ensured consistent, personalized campaign materials

  •  Reduced friction across the campaign lifecycle

Benefits:

  • One-time data entry connects to all campaign templates

  •  Scalable logic ensures consistent, automated output

  • Supports brand guidelines and personalization rules

 

Iteration & Future Opportunities

While automation resolved core friction points, usability testing highlighted opportunities to further support novice users and edge cases.

Future improvements could explore:

  • Contextual onboarding guidance

  • Smarter template recommendations

  • Personalized campaign optimization

These iterations would continue improving completion rates, lifecycle engagement, and overall activation.

Conclusion

By connecting platform data with customer-facing tools, I transformed a manual, high-friction workflow into a scalable automation system — improving activation, retention, engagement, and operational efficiency while empowering users to confidently manage campaigns.

 
 

UX Overhaul for SimpleEvents

A B2B and B2C event platform streamlined workflows, reducing friction by 40% and improving task completion by 30%, boosting user satisfaction and empowering teams.

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